Artificial intelligence conjures images of robots replacing humans, but the most successful use of AI is when machine-learning automation is combined with human oversight. In the life sciences industry, brand managers can use an AI-assisted approach to engage with healthcare customers in a more effective way.
Artificial Intelligence conjures images of robots replacing humans. But actually, the most successful use of AI is when machine learning automation is combined with human oversight. This is known as an AI-assisted Approach.
In the life sciences industry, brand managers can use this to engage with healthcare customers in a more effective way. Machine learning evaluates millions of possible sequences of messages, cadences, and channels. Then, it dynamically generates the best sequence, right down to the individual customer level ,to achieve a desired outcome, like an email click or higher engagement.
After previewing the message sequence, the brand manager can choose to apply constraints to the model’s output, based on personal insights or experience. They can change the channel if they feel another is more suitable, switch out the message so it’s more relevant given particular market events, space out the timing or cadence, and set a sequential constraint between a series of messages, so that one message always follows another.
Each adjustment allows the brand manager to preview the newly generated message sequence and its features, as well as the predicted success rates. Ultimately, they make the final decision.
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